BlackArrow Releases Data Management Platform for the Pay-TV Industry
Drives New Revenue Opportunities Using Audience Data
NEW YORK (23 Apr 2014)
BlackArrow, a worldwide provider of TV advertising and data solutions, today announced the availability of BlackArrow Audience 2.0, a comprehensive audience and data management platform for the television industry. BlackArrow Audience 2.0 introduces Profile Manager, a tool for centralizing and managing audience data from multiple sources which enables pay-TV providers to drive efficient advertising for marketers.
Efficiently reaching specific audiences with advertising is a challenge the TV industry faces today. As viewing behavior fragments across multiple screens and on-demand platforms, this challenge becomes even more difficult. The use of cross platform, real-time audience data in television programming and advertising addresses these problems and can fundamentally change the way the TV industry operates. BlackArrow Audience 2.0 enables pay-TV providers to leverage their subscriber data to take advantage of this opportunity so they can deliver the right marketing to the right audiences.
BlackArrow Audience 2.0, a privacy compliant solution, allows pay-TV providers to aggregate and manage first party and third party subscriber data in a single location. The Profile Manager, a web-based interface, lets users define audiences across all TV platforms, build custom audience segments, combine and recombine segments from across disparate data sources and view the number of devices and households in audience groups. Audience segments created with BlackArrow Audience 2.0 are available immediately for addressable on-demand, linear and interactive TV advertising.
“There is considerable value locked up in the multichannel space, and audience measurement holds the key,” said Ian Olgeirson, Principal Analyst at SNL Kagan. “The potential for enhanced advertising and personalization hinges on the ability to comprehensively collect and activate audience data.”
BlackArrow Audience 2.0 allows for several key use cases to be deployed into the market while maintaining privacy compliance, including:
- Addressable advertising for linear TV, on-demand, iTV, EPG and cloud DVR
- Merging subscriber information with “offline” data for analytics
- Use of pay-TV service provider data for data feeds and data reporting services
“BlackArrow understands the richness of the subscriber data owned by pay-TV providers,” said Chris Hock, SVP of Marketing and Business Development at BlackArrow. “Our vision is to help them open up this previously hard to access data with BlackArrow Audience 2.0 and allow pay-TV providers to monetize this by bringing big data to their television operations.”
BlackArrow Audience 2.0 is designed as a cloud-based platform, but has the flexibility to be deployed in a several ways, including an on-premise enterprise deployment. In addition, it does not directly handle personally identifiable information (PII), ensuring the maximum security of subscriber data. The product is SCTE 130-6 compliant and works with any standards based ad servers (such as BlackArrow Campaign) and execution systems. These downstream systems are given the data needed to deliver the most relevant ads, content, and television services across any platform in real-time.
BlackArrow Audience 2.0 integrates seamlessly with BlackArrow’s full suite of advanced advertising products and can be seen at the company’s NCTA Cable Show booth, #2501, April 29-May 1.
About The BlackArrow Advanced Advertising System
The BlackArrow Advanced Advertising System helps service providers manage the technological complexities and business issues associated with advanced advertising. For pay-TV service providers, BlackArrow Central offers a central, open, standards-based platform for managing placement opportunities, business rules and ad policies, and for controlling real-time ad routing and return path data aggregation. BlackArrow Campaign enables ad sales and marketing organizations to define, manage and monetize multiplatform advertising campaigns. BlackArrow Audience enables pay-TV providers to aggregate disparate sources of customer information into a single view for enabling the delivery of relevant advertising to the appropriate audience. BlackArrow Linear manages the insertion of advertising and alternate content into live/linear video streams. BlackArrow Analytics provides ad sales organizations with verified on-demand ad impressions and reporting against programs, markets/zones, dayparts, and audiences. For content providers, the BlackArrow Affiliate offers advanced tools for managing avails, or placement opportunities, as well as ad policies, ad sales rights, and asset metadata.
About BlackArrow, Inc.
BlackArrow is a leading worldwide provider of advanced advertising technology for New TV platforms. Reaching nearly 32 million homes, BlackArrow’s advanced advertising software platform enables customers to increase revenues by delivering more timely and efficient sales and marketing messages, to extend TV business models and affiliate partnerships to new platforms, and to gain real-time reporting and measurement insights across multiple screens. BlackArrow is privately held, and backed by Cisco Systems (NASDAQ: CSCO), Comcast Ventures, Intel Capital (NASDAQ: INTC), Mayfield Fund, Motorola Mobility Ventures, Polaris Venture Partners and Time Warner Cable. The company has offices in New York City and San Jose, Calif. http://www.blackarrow.tv